Recruit Like a Marketer: Retarget Your Recruiting Budget Into Retargeting

Holland Dombeck McCue Holland Dombeck, HR & Marketing, Recruiting, Talent Strategy, Web/Tech

On a scale of zero to very limited, I fall about dead center when it comes to possessing any traditional recruiting experience.  As a result, pulling from a background in B2B marketing, coupled with taking a hat tip from my consumer marketing group, has become a common theme in my approach to helping the team I support.

One of the items on my radar for the 2015 calendar year is retargeting, or remarketing. (Tomato, Tomato.)

98% of individuals leave a website before ever converting (QuickSprout) and you need to a way to get those people back before a competitor scoops them up.

Enter Retargeting.

Retargeting (or Remarketing), by Google’s definition, is a tool that allows you to reach people who have previously visited your site, and show them relevant ads across the web or when they perform a search. When people leave your site without buying anything (or for recruiting, without submitting an application or joining your talent community), for example, remarketing helps you connect with these potential customers (or candidates) again.

Retargeting is accomplished by placing a JavaScript tag in the footer of your website. This JavaScript tag then tracks and compiles a list (or lists) of visitors to your site by placing anonymous retargeting cookies in their browser, which allows retargeting ads to display to these visitors when they visit other sites.

Today, your consumer brand is using retargeting/remarketing in the following ways:

v2 retarget quicksprout snippet

(Image credit: QuickSprout)

So why wouldn’t you?

Retargeting has the potential to be a powerful tool in your overall recruiting strategy. Here are two ways you can get started:

1. Use retargeting to reengage candidates and increase application submissions.

On average, 77% of my career site traffic is generated via a candidate visiting a direct or bookmarked url, followed in short order by Google, Bing and Yahoo. However, the largest exit point, or drop off, on the site overall is the “search jobs” page. This data tells me a few things: a) We have a very strong brand and people  want to work for our organization and therefore are seeking out our career site, b) Chances are they didn’t find what they were looking for in an initial job search or they didn’t have the time to sit down and submit an application, or c) they might not have made the full conversion from passive to active candidate.

Retargeting provides a way for recruiters marketers to follow these candidates who didn’t convert around the web by placing ads on other sites they are visiting. These ads can be used to keep candidates engaged and your brand top of mind until they are ready to complete an application. Retargeting ads can also be used to create specific calls to action, such as joining a talent community so you can send candidates targeted push marketing at a later date.

2. Use retargeting to promote your employer brand and drive traffic to your career site or splash page(s).

Like your consumer brand, your employer brand is multifaceted. Sure there is going to be a core or foundation to your overall message, but your employer brand is also composed of layered themes and other values points to help tell the complete story. Segmenting your visitors into lists based on the pages they view within your career site allows you to serve up relevant content to those visitors.

For example, if someone enters your main careers site and navigates to a branded college relations page, you’ll want to add them to your college relations list, and embed code that serves them up college relations related ads across the web. Increased conversions from retargeting campaigns, like our college relations example, highlight the value of good branding and the impact of repeated exposure to a subject/brand of interest. As you advance your strategy, you can also experiment with replacing traditional display ads with rich media, like video to tell a deeper brand story.

Retargeting: part creepy, part genius. What’s your take?